The sales of Levi’s jeans went through the roof after Beyoncé mentioned them in one of the songs from Cowboy Carter, and it was just a matter of time before she joined forces with this brand. That moment is finally here, and she just appeared in Levi’s new campaign inspired by the iconic “Launderette” ad.
Filmed by Melina Matsoukas, Levi’s “Reiimagine” campaign is a love letter to the brand’s glory days, and it pays homage to their “Launderette” ad from 1985. Beyoncé takes center stage this time around, and she can be seen walking into a laundromat to wash her classic ‘90s Women’s 501 Jeans, using diamonds instead of laundry detergent.
“Levii’s Jeans” plays in the new ad after helping Levi’s boost sales earlier this year. Beyoncé’s latest album, Cowboy Carter, reportedly led to a 20% boost in Levi’s stock price, in addition to generating an additional $1.2 million for the brand.
Beyoncé said she’s honored to work with Levi’s on a campaign that celebrates something she considers the ultimate Americana uniform, which she previously celebrated through the lyrics of “Levii’s Jeans”.
“Denim on denim has often been seen through a male lens, so this reimagining campaign, which celebrates the iconic female perspective, is important to me. I look forward to exploring innovative ways for our visions to align in empowering women and honoring their strength,” she said in a statement.
